Hacker attack severely impacted Jaguar Land Rover

Jaguar Land Rover's sales in the second quarter of fiscal year 2026 plummeted — down 17.1% in retail and 24.2% in wholesale compared to last year. The main reasons were not only the consequences of a large-scale cyberattack, but also plant shutdowns, increased duties, and the prolonged modernization of the Jaguar model range. The hacker incident in early September forced the company to temporarily shut down internal systems and suspend production, which led to supply disruptions and a drop in output.

The crisis came at a time when Jaguar Land Rover was trying to carry out a deep restructuring of its business and a rethinking of the Jaguar brand, as a result of which the company became dependent on Land Rover sales. At the end of the quarter, the Range Rover, Range Rover Sport, and Defender models accounted for almost 77% of all sales, while a year earlier their share was 67%. The manufacturer deliberately focused on the most profitable SUVs to compensate for losses from the decline in total deliveries.

Sales declines are observed in all key markets. In the UK, demand decreased by 32.3%, in China — by 22.5%, in Europe — by 12.1%. Even in North America, where the brand traditionally has a strong position, a decrease of almost 9% was recorded. In the Middle East and North Africa, losses amounted to 15.8%.

Nevertheless, the management of Jaguar Land Rover expects that the situation will begin to stabilize by the end of the week, when the stopped factories will start operating and the supply of components will resume. The company plans to gradually restore production and focus on the production of models with high margins in order to maintain profitability until the release of the updated Jaguar in 2026.

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